“…Finally, the tAm was developed to predict people's intention to use a technology based on their perception of its ease of use and usefulness (Davis, 1989;Venkatesh & Davis, 2000;Venkatesh, morris, Davis, & Davis, 2003). the tAm model has been criticized for not taking user context into account (Bouwman & van de wijngaert, 2009;tan, Foo, Goh, & theng, 2009), an oversight that this article is intended to remedy by including context-related concepts. more specifically, this article explores the moderating roles of (1) mobility, defined as being mobile, (2) physical context, defined as social standards and norms with regard to the use of mobile devices in specific locations, and (3) social settings, defined as either being alone or in other people's company.…”